Steven Walczak and Dawn Gregg
Journal of Theoretical and Applied Electronic Commerce, Vol 4, Issue 3,  pp. 17-29.

Electronic commerce research has shown that factors like website quality and vendor reputation influence consumer behaviors, including: trust, intention to transact, and return visits. However, these factors are typically studied in isolation and frequently show conflicting results. This paper proposes a unifying model of online identity (or e-image) that combines the various factors that influence user perceptions of an e-business. Survey results support the importance of a wide variety of e-image factors when forming impressions online and show that while information content is the foremost concern for most users, other factors vary depending on the role of the user in establishing a relationship with the owner of the online identity.